Take notes Samsung, Microsoft %u2013 this is how you do an ad that people actually care about! Google has tried to copy this approach, but unfortunately they don't make an actual product yet that people care about.
It is a very nice spot, but ruined when dissected (either positively or negatively). Are u all incapable of enjoying something without using it to attack someone?
I appreciate how well crafted your review of the ad is. But you misrepresented a couple things... 1) the opening shot is not an otherwise gray background %u2013 it seems like golden aura of rising sunlight is given to the entire shot deliberately, not to mention her Tshirt is also bright white, the result is the iconic earbuds seem to be more a part of her rather than a standout element. But the simplicity of the shot and earbuds speaks volumes and does allow the earbuds to almost whisper at us visually.
2) You ignored a very interesting shot of the iPhone being shown while its owner was in the shower, leading to a curious and nuanced moment of the owner drying their hand quickly while still in the shower before touching the screen (which is very visible) and almost opposite of the white earbuds in the opening shot, adds a splash of color to the foggyness of the shower. The iPhone isn't connected to anything leaving you to assume that Apple is implying the speakers are loud e ough to be heard over a shower or that the phone is wirelessly connected to unseen loudspeakers. Either way a fabulously crafted shot that deserves calling out I would think.
3) the ad seems to be bookended by an opening shot with sunlight and a closing shot at night, someones day starting and someone's day ending. A silent message that iPhone gives you music every day %u2013 and all day.
Indeed Apple is deliberately crafting their ads to raise the bar and stand apart from the usual noise their competitors bombard us with %u2013 analogous to how Apple has positioned their devices against the chaotic market of clones and feature-boasting. Your description is dead on. Again, they are creating a new breed of ads similar to how they began a new breed of devices.
The tone and manner, the overall 'voice' of this ad is just excellent… together with the photo ad, it's such a great series so far. Very becoming of the Apple brand.
I do think the voiceover at the end could have been even simpler. For example, just this:
"Every day, more people enjoy their music on the iPhone…"
Comments
They've been saying that about the iPod classic since ... How long?
1) the opening shot is not an otherwise gray background %u2013 it seems like golden aura of rising sunlight is given to the entire shot deliberately, not to mention her Tshirt is also bright white, the result is the iconic earbuds seem to be more a part of her rather than a standout element. But the simplicity of the shot and earbuds speaks volumes and does allow the earbuds to almost whisper at us visually.
2) You ignored a very interesting shot of the iPhone being shown while its owner was in the shower, leading to a curious and nuanced moment of the owner drying their hand quickly while still in the shower before touching the screen (which is very visible) and almost opposite of the white earbuds in the opening shot, adds a splash of color to the foggyness of the shower. The iPhone isn't connected to anything leaving you to assume that Apple is implying the speakers are loud e ough to be heard over a shower or that the phone is wirelessly connected to unseen loudspeakers. Either way a fabulously crafted shot that deserves calling out I would think.
3) the ad seems to be bookended by an opening shot with sunlight and a closing shot at night, someones day starting and someone's day ending. A silent message that iPhone gives you music every day %u2013 and all day.
Indeed Apple is deliberately crafting their ads to raise the bar and stand apart from the usual noise their competitors bombard us with %u2013 analogous to how Apple has positioned their devices against the chaotic market of clones and feature-boasting. Your description is dead on. Again, they are creating a new breed of ads similar to how they began a new breed of devices.
The tone and manner, the overall 'voice' of this ad is just excellent… together with the photo ad, it's such a great series so far. Very becoming of the Apple brand.
I do think the voiceover at the end could have been even simpler. For example, just this:
"Every day, more people enjoy their music on the iPhone…"
No need to compare it to "any other phone".
Just a thought. Still a great ad in any case.
They also pull out a stick and poke them in front of a queue of amazed people lined up for something.